#StopHateForProfit: Facebook boycott
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The list is growing of companies boycotting Facebook advertising, which has failed to address misinformation and hate speech on its platforms. North Face was the first major brand to press pause on Facebook ads on June 19th, a list that now includes includes Unilever, Verizon, Ben & Jerry’s, Patagonia, and many more. (Forbes) The boycott, which builds on momentum around corporate responsibility and racial justice, was started by six nonprofits a week prior, and others have since joined, like AIDS Healthcare Foundation. (BusinessWire) This also comes at a time when reaching your nonprofit audience is harder than ever outside of a digital space.
- Facebook generated$69.7 billion from advertising last year, trailing Google as the second-largest digital marketer. (Forbes)
- Facebook’s ad revenue was expected to grow 5% this year, well below the 26% growth in 2019. (Reuters)
- Google’s ad revenue dropped 5.3% due to the pandemic as companies cut their advertising budgets. (Reuters)
- Facebook, Google, and Amazon account for approximately 70% of digital ad spend.
Whether your organization boycotts Facebook or not, now is a good time to invest in alternatives to this kind of paid media and develop new assets, like making your website better suited to advocacy and engagement, developing email campaigns to build audience loyalty, and building out other social media channels, influencer relationships, and other online resources.